Taking Optimizely to the streets.
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Turning a brand message into a bold campaign.
Optimizely is a digital experience platform that helps businesses create, manage, optimize, and experiment with their digital content and customer experiences. In spring 2023, the company launched its first out-of-home advertising campaign in New York City, introducing a new brand mantra: “Move fast and make things.” A playful twist on the familiar tech-world saying, the message challenged the idea that moving quickly has to come at the expense of quality. With just three months to bring the campaign from concept to launch, my team and I developed a bold creative direction that paired cheeky, painfully relatable moments from corporate life with a fresh take on Optimizely's visual identity. Drawing inspiration from the company's logo, we transformed its geometric fragments into a playful system of building blocks — a nod to the speed, flexibility, and creative freedom the platform makes possible.
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Big ideas, meet the Big Apple.
The result was a bold, personality-packed campaign that brought Optimizely's brand beyond the screen and into the streets of New York City. By pairing witty messaging with a flexible, recognizable visual system, we created a campaign that felt well-branded while introducing a fresh perspective on what it means to move fast and make things.
